Why Do Wealthy People Buy Kitchens and Baths at Home Depot?

Why Do Wealthy People Buy Kitchens and Baths at Home Depot?

Whoda thunk it!? Home Depot is a favorite of Americans who earn more than $250,000 a year, according to the 2019 Gartner Consumer Value and Lifestyle Survey. Gartner attributes the home center's attraction to the upper 2% of wage earners to its ability to tap into wealthy Americans' motivations. 

Home Depot is a favorite of Americans who earn more than $250,000 a year, according to the 2019 Gartner Consumer Value and Lifestyle Survey. Gartner attributes the home center's attraction to the upper 2% of wage earners to its ability to tap into wealthy Americans' motivations. 

Financially successful individuals set high expectations for themselves and others and they have a strong internal drive, claims Gartner. They are self-confident and value self-actualization. They are practical, reliable and thrifty. This demographic can afford to purchase higher-end products or retain the services of trade professionals, but often elect to perform home improvement projects themselves. The DIY bent more aligns with the knowledge that many affluents come from middle-class backgrounds and are self-made. 

Kitchen and bath showrooms looking to attract affluent consumers must change their messaging. You can't rely on luxury branding strategies that were so prevalent in past decades. Instead, your messages and marketing should emphasize reliability, practicality and cost-effectiveness of your offering. Emphasize the common-sense approaches that you take with your projects. Highlight how you are more reliable than competitors or alternatives. Illustrate how working with your showroom saves time and reduces the likelihood of problems. Explain how your projects improve your clients' lives. Tout awards and recognition that you have received for your projects or other examples that highlight excellence.
 

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